RESEARCH:
Threshold Ultra 50:50 White Paper
We’ve always known inclusion is better for the bottom line when it comes to races. We now have the proof
Many races have adopted SheRACES guidelines simply because it is the right thing to do – to give all athletes a positive race experience. Others have been more difficult to convince…
At SheRACES we have been looking for the right partner to work with on a commercial analysis of inclusivity ever since we founded. A partner who would not only adopt our guidelines, but go above and beyond them, then analyse the effects on their business.
This is why we’ve been so pleased to work with Threshold Sports on a new white paper exploring the impact on races of making changes to be more inclusive to women. They created the ‘Ultra 50:50’ campaign earlier this year targeting 50% female participation at their 50km events this year. As part of this, they recruited a team of female ‘Challengers’, all with their own different barriers to share their stories and inspire others, as well as additional initiatives around the events to support women, such as webinars.
The result: increased female AND male entrants. And increased profitability!
We are grateful to the Threshold Sports team and their openness to create something we can share with the entire events community. Supporting ALL races to be more inclusive of women. Because it pays.
The numbers:
The additional ‘cost’ to make events inclusive was just 1.5%
The target event – Race to the King 50km – had 98% more women sign up, making women 50% of entrants.
In Threshold’s words: “By diverting marketing spend from paid advertising to a more purpose-led campaign, and by making reasonably modest investments in service provision to accommodate the needs of female participants, we have been able to significantly increase participant numbers and the profitability of these events.”